There was a time when the need for translation, was not explicit for an average business person in the country. The prime and quick reactions were – what for? Next came – why? It took numerous missed opportunities, mistakes or remedial actions to absorb the truth that without adequate translation, even the best of marketing strategies can fail.
The big question took time to raise its head but it did arrive in time. The question ‘How’. How can I translate my communication and core aspects of business well to make a strong and precise connect with the desired customer or region?
This held true for both kinds of business – the ones who had started expanding their wings for globalization and the ones who wanted to tap into the depth and diversity of the country, as a multilingual
It became clear to these marketers that without the edge of translation, all their new investments and existing efforts would only dilute into weak spots. But their concern was also genuine, even if they had a need, was the market ready to deliver to the level of this new demand?
The market of translation services in the initial stages, was dotted with freelance translators or language experts donning two hats. There were rarely any professional firms who could even understand the severity and the acuity of the translation strategy that businesses were in need of.
The translation was not about language issues but something that trickled into many new seams of a communication strategy for a business looking for new horizons.
It took time but the market slowly started witnessing the rise of organizations that had a professional approach to the many genres of questions and demands. They came with the holistic view that translation started much before actual text-conversion and ended much after the document was handed over. Areas like need identification, audience-profiling, transcreation, avoiding dangerous cultural mishaps, localization and having a document lifecycle approach were now being taken into cognizance. So was the part that translation is not just about the written word, but something that permeated into modern advancements like websites, software, apps, branding collaterals etc.
The market has slowly seen these firms with a portfolio approach take firm roots and take the solution part to a new level. They come with a vast portfolio that covers the entire gamut of translation right up to the quality control or script debugging aspects.
They also marry multinational expertise and local grip well by offering a well-advanced kitty of services, automation, virtual tools and techniques along with the precise understanding of quirks and peculiarities of the market.
Professional translation service providers today specialize in global languages. They have evolved a well-defined process to cater to every type of translation requirement, like document translation, voiceover, media projects, e-Learning, LMS, Interpretation, Project Management etc. The new services extend beyond just translation and include even staffing solutions.
Businesses today hire these professional service providers keeping in mind both their immediate and long-term translation needs. The idea is not just to translate to complete any formality, but to use it as an opportunity to expand the market, connect with new customers and give a feeling of assurance to language consumers in their target market.
Language translation services have commendably grown from a random and unsure state to one where the real strengths and impacts of translation are addressed with a mature basket of services and professionals, and that too at prices and conditions that align well with the market.